2002 - 2003 Annual Report - Tourism Australia

China
Australia received a total of 177,100 visitors from mainland China in 2002/03, an increase of
three per cent over the previous year.
The SARS outbreak slowed the strong growth from China, which was growing at
19 per cent up until 30 March 2003.A continued investment in brand marketing has increased product
and destination awareness of consumers.
Key objectives for this market in 2002/03 were to grow arrivals by generating awareness and interest
through activities in Beijing, Shanghai and the Guangdong Province and to enhance the quality of the
distribution network.
Highlights and activities
• The ATC continued its investment
in building Australia’s brand through
television advertising and print
advertorials in Beijing, and outdoor
advertising and print advertorials
in Shanghai.
• Six major consumer promotions
including Celebrate Australia 2003 and
Singapore Airlines Trendy Australia
promotion were conducted, reaching
1.95 million targeted consumers.
• Aussie Specialist Program training saw
165 agents trained during the year as
well as successful networking days held
in Beijing and Shanghai.
• Three advertising campaigns were
conducted in Guangdong Province and
one in Beijing during the first half of
2002/03, generating over 2,000
bookings to Australia.
• Australia hosted six key travel trade
representatives from China at
Dreamtime 2002; 15 key trade and
corporate buyers for the Team Australia
Business Events Educational (TABEE)
2003; and 61 agents from 45
organisations attended the Australian
Tourism Exchange (ATE) 2003.
• The 6th Australian Travel Mission to
China was held from 4-7 November
2002 and was supported by 51
organisations representing Australian
travel product and 93 buyer
organisations. A total of 3,268
appointments were generated over
the four days of the program.
The ATC and Singapore Airlines Trendy Australia
campaign reached 1.95 million consumers
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